In early 2011 Tate commissioned Thought Den to produce a playful mobile application that helped them democratise outside beyond the gallery walls. Magic Tate Ball was the result and this presentation gives the inside line on our creative process, key decisions and the performance of the app between May 2012 and May 2013

1. Ben Templeton
@thoughtben
ben@thoughtden.co.uk

2. @thoughtben
Playful learning

3. @thoughtben
Old-school games
School ground games
Family games
Board games
Physical games
Card games
Our
inspiration

4. Playful Experience
Outside the Gallery
Casual Audience
@thoughtben

5. 1
@thoughtben

6. 2
@thoughtben

7. 3
@thoughtben

8. 4
@thoughtben

9. v
“Magic Tate Ball”
http://tdn.lv/MTB-vid

10. 2,500
artwork
‘tags’
@thoughtben

11. Content Ouch

12. Design Making the ball

13. Design Artwork interpretation
@thoughtben

14. Design Call to action
@thoughtben

15. Design Other screens
@thoughtben

16. Nokia Complete rebuild...
@thoughtben

18. Launch Seeding Traditional PR Social Media
@thoughtben

19. Launch Nokia takes the lead
iOS
2,226
Nokia
15,215
@thoughtben

20. Launch FEATURED BY APPLE!!!

21. Launch iOS catches up
110,000 so far
iOS
65,000
Nokia
55,000
@thoughtben

23. @thoughtben
"I absolutely love this app!…they've
produced something that makes art
accessible in such an amusing way."
Lucie84, via Apple's AppStore
"Amazing way of discovering and
learning more about art"
Kosi0, via Apple’s AppStore
"This is so addictive. Shaking iPad
day and night"
Favershambob, via Apple's AppStore
"Clever, funny and beautiful to use.
Amazing."
Cottonsox123, via Apple's AppStore
Managing an audience...
"Waste of time!!! It said I lived in
Spain when I actually live in
Scotland!!!"
Phylis the dog, via Apple’s AppStore
"I would like to share some of the
artwork by email or Twitter..."
RockAmy, via Apple’s AppStore

24. @thoughtben
Links
“Capture The Museum” info, assets & links - http://www.capturethemuseum.com
“Magic Tate Ball” press page - http://www.thoughtden.co.uk/magictateball
“Magic Tate Ball” Guardian Culture Pros - http://tdn.lv/MTBguardian
“OUCH” the game - http://www.sciencemuseum.org.uk/ouch
“OUCH” Guardian Culture Pros - http://tdn.lv/ouchpress2
“Zoom” overview - http://www.thoughtden.co.uk/zoom
“Survival” download - http://tdn.lv/playsurvival / http://bit.ly/survivalandroid
“Survival” press page - http://tdn.lv/s7uzJJ
Further Thought Den work - http://www.thoughtden.co.uk/portfolio
Thought Den discussion / analysis - http://www.thoughtden.co.uk/blog
Thank you!

25. @thoughtben

26. @thoughtben